August 10, 2010: The New Meadowlands Stadium in East Rutherford, NJ, officially opened for business on Aug. 10 with a friendly soccer match between the U.S. National Team and Brazil. NFL football comes to the venue on Aug. 16 when co-tenants New York Giants and New York Jets play an exhibition game there (which wll be seen on ESPN).

But first, The Flagship Store Powered by Reebok will get its ribbon cutting on Aug. 11, heralded in by former members of the Giants and Jets and executives from the New Meadowlands and Reebok. Reebok, which is a division of adidas, is in the midst of a ten-year deal signed in 2002 making it the official outfitter of the NFL. American Needle, a rival company, successfully challenged that contract in the Supreme Court earlier this year, but the official outcome is yet to be determined.

The Flagship Store Powered by Reebok being described as a state-of-the-art, 9,600 square foot team store for both the Jets and Giants. The store carry a full range of team merchandise and include a Reebok Authentic Sideline store-within-a store.

However, to keep rival factions from taking out frustrations on the other team's merchandise, the store was designed with a "quick team change" mode: clothing stands, hat racks and display cases can easily switch from Giants to Jets and vice versa on respective game days without having to dismember and reassemble the stock.

Ex-players scheduled to appear include former Giants running back Ottis Anderson and former Jets DL Joe Klecko. Among the executives on-hand for the unveiling will be Mark Lamping, president and CEO of the New Meadowlands Stadium; John Warren, COO Sports Licensed Division for Reebok Int.; and Kenny Gamble, vp and GM for Sports Licensed Division, Reebok Int.

The New Meadowlands has yet to secure naming rights but does have four major corporate sponsors: Pepsi, Met Life, Anheuser-Busch's Bud Light and Verizon. The venue will be the site of Super Bowl XLVIII in 2014. The Giants first official home game will be on Sunday, Sept. 12; the Jets get the first Monday Night Football game there the next night, Sept. 13.

The NHL has a retail store located in New York that also is Powered by Reebok, which opened in 2007.﻿